How Should You Approach A Record Label Or Manager?


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What's the best way to get the attention of a music industry executive when sending in a demo?

Just picture their usual response - a cursory glance at a web page, a matter of seconds listening to a track from a link, or a CD tossed in the bin without being listened to.

I can't begin to tell you how many demos I've not listened to - and I'm confident that I have never missed a great demo in doing so.

If you’ve sent us a demo or a link in the last few months, you may well be reading this post. That’s because we've pointed everyone approaching us to this page as a shorthand way of telling them the basic, but often hidden, information that we think all aspiring artists need to know.

We realised one of the things that we get asked all the time is whether it's OK to send us a demo, how should we send it in, who to, is a web link OK, and all possible variations on that theme.

So, not only does that question need answering, but unique amongst Digital Music Marketing folk, I can answer it from the perspective of the submitter and the receiver of the demo!

Is it OK to send a demo?

Well, yes of course, and you should be pitching your demos to as many people as possible (all while growing your fanbase yourself, of course).

But, the problem that we most often see is that what we are sent just isn't good enough. The two main flaws are that, firstly, it simply isn't good enough in terms of song writing and performance. The recording quality shouldn't matter too much if the material is good enough, but everyone in this industry does suffer from not hearing past the production to a degree, even if they deny it. So whilst it's not a killer, try to make the production good too.

Secondly, it's always too soon. Again, almost without exception, we get sent demos or SoundCloud or YouTube links to material and a band that haven't been playing together long, have recorded a hasty demo and don't really know themselves yet what they are aiming for.

The main symptoms include the aforementioned poor-quality songs, appalling photographs and a general lack of focus. A band that have been playing together for less than a year or so are unlikely to have worked out a world beating line-up, a catalogue of quality songs, a blistering live show and some sense of where they fit in the pantheon of rock, pop and rap.

These are the things you need to succeed and it's what we and all of our ilk are looking for.

So, assuming you've got that stuff straight, how should you approach a manager, an A&R man, an investor (just as likely these days), or anyone who can raise your career a notch or two?

Just hold on a second though.

You'll know that we think this is all secondary to making the buzz yourself that either allows you to build a sustainable DIY career or attracts the attention of these people you're trying to attract.

Assuming you "have a plan" in place to do that, we'll continue.

The most important thing is to do your research and make sure that the person you're sending something to will receive it and have some kind of affiliation to your genre. That means, in short, there is no point sending your Rap demo to a Metal manager. Obvious, but so rarely followed.

If you're trying to reach an A&R guy at a label, just be sensible and make sure that the label releases records that bear some relation to the music you make and the genre you're in. On top of that do try and find out which label exec deals with the music most like yours. That should also be obvious.

I, and my kind, don't want to see an email that doesn't address me by name and that I know has been sent to 100 or so people at once. I want to see that you know who I am and what I do, who my clients are etc. If I can tell that you have bothered to find out why we might be able to help you (you are similar to a band we rep, or something), then I am immediately more likely to listen.

This is going to hold true for all people that you approach. So, use a name to address the mail or letter (lumpy mail sometimes works...), and start off with a reference to what makes us interesting to you - not 'we like your roster ' but something like 'we loved what you did with Nine MM Slayer X and how you broke them through Spotify playlists' ....'and we think you might be able to use similar tactics to help us out'. It not only shows me that you've done your homework but also that you're thinking about how to win the game.

Next, send me something that tells me all I need to know. And, as I have already had to defend on the blog, I need to know what you look like as well as how you sound. I'm not going to dismiss you out of hand if you look like the back end of a bus, but I need to know so that I can balance all the factors.

Please, please, please have photographs that aren't laughable.

Let us hear the best song first - ask your mates what that is and tell them to be honest. And then ask a few people in your age and peer group that you don't know - test it at random on people in the mall to get an honest feel.

Although I want to know how many followers and plays you have on Facebook, YouTube and so on, I also want to know where you play, how often and what kind of crowd you get. Virtual numbers can be manipulated, which is a stupid thing to do by the way, but your real world numbers will tell me more if you're a gigging band.

If you don't play live, catch my attention with something else you've been doing to create a buzz and momentum.

Something that people don't often think about, seeing as most now email a link, is when to send the email. Over a holiday or at the weekend is just dumb. My inbox and everyone like me, is so full on Monday morning that I reckon you have halved your odds before you start. For me, make it Tuesday early afternoon. I've just got to grips with the week and I'm predisposed to hearing something new.

I'd also recommend reaching out when there is good news to report. You've got a self-financed single coming out, or you've made it to the last three of a local Battle of the Bands contest. These days, I'll also be impressed if you have a track being used on a commercial or in a TV show, or if your latest song has been streamed 5000 times this week.

At the very least, if I'm going to need to see you play live, I'll be hoping that you've contacted me when you have three or more shows lined up within a fortnight that you know are accessible for me. That way, I have a real chance of coming to see you before I forget about you. Don't ever send someone an email if you are a live band when you don't have shows coming up - that's just stupid.

Lastly, and this is the killer, can you get someone who knows your target person to pitch it for you?

This is the harsh reality. The reason that I am fairly sure I never missed a diamond in a demo pile is that 99.99% of the things that hit are picked up by a recommendation. Managers, promoters, agents, lawyers and A&R men are to some extent filters of what is good and bad and one of them can filter out acts that will never make it so that only the half decent ones even get in front of people who have decision making power.

You need to get your stuff in front of one of these people at some point, so you need to cultivate relationships with people who can help you do that - all of the above applies to getting even those people to listen and help - it's like a vicious circle in reverse - in fact it's a vicious funnel!

But, when someone they trust recommends that the people in power listen to your demo and that person's view has some weight, then you are getting somewhere. Whose opinions count? - venue owners, small-time promoters, local indie record shop owners, music store owners, bloggers, anyone at the front end of the music business.

Go and find them, polish your act and make your pitch!

So, are you ready to send a demo? Yes?? Then fill your boots and the form below and maybe we will get back to you.

Demo Form